The Minister of Tourism, Rania Al-Mashat, announced on Monday in a press conference the details of the ministry’s international marketing and promotion partnerships with major international marketing, branding, and media companies. The newly announced partnership include, Beautiful Destinations, CNN, China’s Ctrip, Discovery, Expedia Group, and Isobar.

Across an innovative mix of TV, digital, and social media platforms, the ministry of tourism is launching a global tourism campaign to showcase the modern and dynamic face of the country. Aiming to exhibit the country’s abundance of experiences for travellers from all around the world, whatever their taste or budget, in addition to tapping new source markets.

“The diversification of marketing and media platforms, a key pillar of the Egypt Tourism Reform Programme, contributes to the changing narrative of the sector,” said Al-Mashat.

Al-Mashat stated that the ministry will work closely with its international partners to showcase the beautiful Egypt to a wider range of audiences all over the world, with new innovative and competitive concepts of promotion, modern content, and digital tools, highlighting the diversity of the country’s destinations, in addition to the authenticity of its traditions.

She mentioned that through the use of a data-driven approach, the ministry will create content tailored to audiences in various markets.

The announcement ceremony was attended by Founder and CEO of Beautiful Destination, Jeremy Jauncey, General Manager of Global Destinations Marketing, Amanda Wang, Amanda Turnbull, Sales in the Ctrip Group, Discovery Vice President and General Manager for Middle East and Africa, Myriam Younes, Director, Business Development, EMEA and India, Expedia Group, Tarek Daouk, and CEO of Dentsu Aegis Network MENA, “Isobar”.

Commenting on the partnership, Turnbull said: “We are delighted to further strengthen our long-standing relationship with Egypt Tourism as its only non-news network partner. Our expertise allows us to showcase the many wonders of Egypt as part of our unprecedented factual entertainment offering, as well as communicate the breadth of historical and tourism offerings across Egypt to far-reaching corners of the globe”.

Younes stated that this campaign aims to drive demand in bookings, but perhaps more importantly, it will help raise awareness of Egypt’s amazing regions and diverse people to Expedia Group’s audience of highly engaged, international travel shoppers.

“We have been working together since the beginning of the year on a close partnership to develop the Egypt brand, data from target markets and the Beautiful Destinations community on social media. We have seen a fantastic response from travellers and content creators all over the world who are excited to visit Egypt and see all it has to offer. At a time when authentic, local experiences are driving so much of tourism we believe that Egypt is exceptionally well-positioned to capitalise on this interest and create once in a lifetime moments for people from all over the world,” Jauncey concluded.